People prefer familiar experiences.
<aside> ℹ️ Users have an innate desire for things they're already familiar with. And the more we experience something, the more likely we are to like it. So, try to use common patterns when creating new experiences.
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Also known as The Mere Exposure Effect describes our tendency to develop preferences for things simply because we are familiar with them. For this reason, it is also known as the familiarity principle.
This social psychology happens to all of us, the more often we see someone in no successive period of time, the more likely we’ll find that person likable or charming.
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By understanding what the mere-exposure effect is and how it works, you will possess a significant advantage in your conversion optimization efforts. More exposure leads to familiarity, which leads to comfortability, which leads to remarkable improvements in conversion optimization as a whole.
Recall the last time you had to choose a new credit card or a savings account. Did a specific bank come to mind immediately? Often, it's the one you've been banking with for years or have seen advertisements for frequently.
This isn't mere coincidence—it's the Familiarity Bias working its magic.
This principle indicates that we're more likely to trust and opt for financial products or institutions we're acquainted with. In a realm like finance, where trust is paramount, the familiar often feels safer, even if it might not always be the best choice.
Familiarity bias, when used responsibly in your design, can greatly benefit the user. The goal is to enhance, not manipulate, their experience.
